Company: Her Trails, Melbourne VIC
Nomination Submitted by: The Lime Agency
Company Description: Her Trails was born out of a desire to empower women through the transformative power of trail running which serves as a profound metaphor for life, with its undulations, lumps, and bumps mirroring the challenges we face off the trails. Each run, with its physical and mental demands builds resilience that translates to our lives helping us navigate obstacles and persevere through hardships.
Nomination Category: Product & Service Awards Categories
Nomination Sub Category: Best New Product or Service of the Year - Consumer Services
 Nomination Title: Her Trails
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the features, functions, benefits, and results to date of the nominated product or service, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, please provide them in the appropriate spaces below:
Her Trails is a global adventure platform and was born out of a deep desire to empower women through the transformative power of trail running. My journey in ultrarunning taught me invaluable lessons about resilience, self-discovery, and the strength of community. Trail running serves as a profound metaphor for life, with its undulations, lumps, and bumps mirroring the challenges we face off the trails. Each run, with its physical and mental demands, builds resilience that translates to the trails of our lives, helping us navigate obstacles and persevere through hardships.
I also recognised that women are chronically under-supported and under-resourced in this space. There is a significant lack of programs designed specifically for women, making many feel as though they don’t belong or are not safe in the world of trail running. This gap in support and resources inspired me to create a platform that could provide women with the support, resources, and inspiration they need to overcome their personal challenges and reach their full potential. Her Trails aims to build a strong, supportive community where women feel they belong, are safe, and are empowered to discover their inner strength.
Our primary demographic at Her Trails is professional working mums. These are women who have given so much to their careers and families and are now choosing to invest in themselves. They are seeking to expand their potential and deepen their connection with themselves and others. I also strive to model for other mums the importance of questioning the invisible rules we create for ourselves and redefining the narratives we have crafted, or that we perceive society has crafted for us.
Seeing the positive impact Her Trails has on these women makes all the challenges worthwhile. It’s a privilege to be part of a movement that not only supports women in their athletic and personal journeys but also showcases the powerful contributions women and mothers can make in the business world.
- Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 342 words used.
Her Trails is a transformative global platform dedicated to empowering women to explore extraordinary adventures, connect with nature, and discover their inner strength. Our mission is to help women break through limitations, set ambitious goals, and find a harmonious balance between determination and self-compassion on their journey.
As part of the Her Trails community, women join a supportive tribe of trailblazers who are rewriting the rules. We provide guidance and encouragement as they step out of their comfort zones, build resilience, and develop self-reliance.
Our platform offers unparalleled trail running programs and community connection helping women have structure and accountability.
The ‘ALL-IN Her Trails Membership,’ at $220 per quarter, provides full access to all our training programs for the year. Members benefit from exclusive resources through the Her Space hub, which includes tools for physical and mental wellness, expert guidance on nutrition, physical therapy, and women’s health. Members also receive discounts on partner products and races, access to a vibrant community platform, and a member-exclusive newsletter with insights and training tips. A symbolic hat represents their connection to Her Trails, and members can participate in environmental and social impact initiatives.
The Her Trails Community Pass offers additional benefits for trail runners, including discounts on training programs, retreats, run camps and partner benefits. They can join our exclusive WhatsApp groups led by our coaching team and Mavens for direct support and feedback.
We host Community group runs in close to 20 locations around Australia and New Zealand, hosted by our local mavens.
Our breadth of trail running programs include distances from 10km to 100 miles, Adventure Fit and Coastal Half Marathon programs, and specific event training for Australia and New Zealand races. We also offer a unique Training Cycles program, empowering women to train in sync with their menstrual cycle.
Her Trails offers immersive women's retreats and Mum and Child retreats in remote, scenic locations like the Northern Territory and Tasmania. These off-grid experiences focus on disconnecting from technology, embracing simplicity, and fostering deep connections, renewal, and creativity through nature and community.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 55 words used.
- If you are nominating a brand-new product or service, state the date on which it was released. If you are nominating a new version of an existing product or service, state the date on which the update was released:
We registered the entity in June 2022 however launched Her Trails in March 2023.
In early 2023, I launched ‘Her Trails,’ a trail-running platform designed to empower women, both online and in person, to push their physical and mental boundaries. The platform has cultivates a global community of women who are passionate about prioritising their well-being, embracing new challenges, and building sustainable practices that keep them strong, both on and off the trails.
Our programs support women training for distances ranging from 10km to 160km, and we offer free weekly community trail runs that have engaged over 2,500 women weekly across Australia and New Zealand. With a holistic approach, our programs combine running with strength training, mobility sessions, mindset coaching, meditation, weekly coaching and valuable resources - helping women thrive physically, mentally, and emotionally.
In addition to our trail running programs, Her Trails offers transformative and immersive women’s retreats, including Mum and Child retreats, in remote locations such as the Northern Territory and Tasmania. These retreats fuse adventure with culture, focusing on disconnecting from technology to return to a simpler way of being. By stripping away modern distractions, participants reconnect with what truly matters - building deep connections, fostering renewal, and unlocking creativity. These off-grid experiences create space for storytelling, reflection, and empowerment, allowing women to tap into their inner strength and form lasting bonds with others.
With over 200 women having already participated in these retreats, the experience has proven to be life-changing, offering profound personal growth and a renewed sense of purpose.
Through our training programs, community group runs, and retreats, Her Trails creates a space where women can truly be themselves while feeling safe and empowered to pursue growth. The strength of our community lies in the deep connections formed - women supporting women, encouraging one another to be brave, challenge their limits, and celebrate each step of the journey. Together, we build a foundation of resilience, belonging, and shared empowerment that transcends the trails and impacts every aspect of life.
- Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable. (up to 350 words):
Total 335 words used.
Market Performance
Our annual membership, which rolls over unless cancelled, boasts a retention rate of over 89% after the first year - a strong indicator of customer satisfaction, particularly in a challenging economic climate.
Financially, from July 2023 to the present, we have generated $220K in revenue through the Kajabi platform, with monthly recurring revenue from subscriptions growing from $2,505 to $5,677 in just 12 months.
We secured a $120K annual partnership with Kathmandu (KMD Brands) in August 2023, now extended for another two years.
We have hosted five immersive retreats in the past year, each generating an average of $70K in revenue, with retreat fees set at $7,000 + GST per participant.
This growth has exceeded our original financial forecasts by 22%.
Community Reach
Our Mailchimp database grew by 48% in the past 12 months, now standing at 7,443 subscribers.
We have 27.3K followers on Instagram, 2,000 participants in our WhatsApp groups, and 1.8K followers on Facebook.
Our social media following has increased by 35% over the past year.
Customer Satisfaction and Testimonials
Our 89% membership retention rate is a clear indication of customer satisfaction, with members continuing to renew their subscriptions year after year. In a recent member survey, 94% of respondents indicated they felt more confident in their running and overall well-being after participating in our programs, while 90% reported feeling more connected to a supportive community.
We have over 350 women purchasing individual programs outside of membership, and 138 ALL-IN Members (growing 20% year-over-year).
As we continue to expand, our team, including a head running coach, support coach, strength coach, and newly hired virtual EA, is dedicated to ensuring we maintain the high-quality experience that defines Her Trails.
Testimonials Links
Emily Black - UTA 100km Program - May 2024
Ali Hill - UTA 50km Program - May 2024
Dani Venn - Larapinta Retreat - August 2024
Jan Saunders - Sunshine Coast Group Run - June 2023
Carmen Atkinson - Group Run - September 2023
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